Ankit Ajmera

Geetanjali Mayur joins Mudra as director, brand communications

Mayur has earlier worked on several Dabur brands and Parker Pens

Geetanjali Mayur, account director, Contract, Delhi, has moved to join Mudra Communications, Bangalore, as director, brand communications. McDowell’s No.1 and Aruba are the two major brands she will handle at Mudra. Her mandate will be to consolidate the growth of McDowell’s No.1 against its nearest competitor.

At Contract, Mayur worked on several Dabur brands such as Vatika Soap, Dabur Glucose D, Dabur Olive Oil and Dabur Lal Tel. She counts the launch of Vatika Soap as one of her more memorable projects. She says, “The toughest part was its pricing. With the soap market saturated with various brands from various companies, it was difficult to choose the right pricing point. We also had to differentiate Vatika Soap from the others because it is a natural product and provides herbal benefits to the user. Because West Bengal was a strong market for Dabur, it was found to be the best place to launch the soap.”

Mayur has been in advertising for around nine years now. She began her career with IB&W, Delhi, working on brands such as HCL. Later on, she moved to Lowe, Delhi, where she became director, brand services, and worked on brands such as Parker Pens.

Mayur says, “Here the challenge was to up the image of Parker Pens in India and differentiate the brand from the other brands in the market. This was achieved by roping in Amitabh Bachchan as the brand ambassador.”

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